Designing Digital Success: SEO for a Structural Engineering Brand

D2D Engineers

Objectives

The main objective was to boost organic traffic and improve keyword rankings for architectural and structural engineering services. WOM Digital also focused on enhancing user engagement through technical upgrades and content improvements, while strengthening D2D Engineers’ brand visibility for architecture-related searches in the Vizag region.

Roles and Responsibilities

To achieve the set objectives, WOM Digital implemented a well-rounded SEO strategy. This included optimizing high-intent architectural keywords and publishing three targeted blog posts on architecture and structural design. Technical improvements were made by resolving indexing issues, enhancing page speed, and ensuring mobile responsiveness. Keyword performance was monitored throughout, with monthly reports highlighting growth in organic clicks, user sessions, and engagement.

Performance Overview

Organic performance showed significant improvement during the reporting period. Organic clicks rose to 55, a 25% increase from 44, while impressions reached 857, up by 26%. The average click-through rate (CTR) was 6.42%, reflecting strong content relevance. The top-performing keyword attained an average position of 2.21.

Organic users grew by 14.29% to 40, and engaged sessions increased by 41.27% to 89. The engagement rate improved to 79.46%, up by 8.48%, and the event count jumped to 1,508—a 77.41% rise. Additionally, five keywords ranked on the first page of search results, indicating enhanced visibility.

Keyword Insights

Visual Insights

The first chart indicated that 857 impressions generated 55 organic clicks, resulting in a click-through rate (CTR) of 6.42%. While this reflects strong visibility, it also highlights an opportunity to enhance the appeal of content within search results to drive higher engagement.

The keyword ranking analysis revealed that the brand-specific term “d2d engineers” performed best, achieving an average position of 2.21. In contrast, service-related keywords such as “hospital architecture” and “structural design engineers” were ranked significantly lower, between positions 49 and 75. These keywords present considerable potential for improvement through targeted optimization efforts.

The conversion funnel chart illustrated that 55 organic clicks led to 40 organic sessions, which is a 72.7% session engagement rate. Those sessions generated a total of 1,508 user-triggered events, reflecting a high interaction rate once users arrived on-site.

The final engagement chart highlighted that those 40 sessions resulted in 89 engaged sessions, showing a strong user interest level. From those sessions, five conversions occurred, giving a 12.5% conversion rate from engaged sessions. This indicates a clear opportunity to improve on-site conversion paths

Final Insights

D2D Engineers’ SEO performance in March 2023 exhibited notable improvements across key metrics. Organic clicks rose by 25%, reflecting the effectiveness of targeted keyword optimization efforts. An engagement rate nearing 80% indicated that users found the website content highly relevant and valuable. Additionally, a 77% increase in event count signaled a rise in user interactions, particularly on service-related pages.

The keyword “d2d engineers” achieved a strong average position of 2.21, underscoring growing brand visibility and recognition. Moving forward, strategic focus should be placed on elevating the rankings of mid-position keywords and enhancing conversion optimization to maximize the value of the increased organic traffic.

Recommendations

To sustain momentum, WOM Digital recommends initiating a backlink campaign focused on mid-ranking service keywords, enhancing service pages with case studies and clear calls-to-action, and conducting A/B testing of form placements to boost conversions. Additionally, implementing structured data and optimizing for rich snippets can further improve click-through rates.